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Join us for a conversation about audience development and new musical theatre.

Audience development is central to continuing to improve future prospects for new musicals in the UK, and we’d like to build on some of the points made at MTN’s most recent Producers Round Table discussion.

How is new musical theatre best positioned to reach new audiences – particularly the TikTok generation? How might we further grow audiences for new musicals through appeals to crossover interest groups? Do you have ideas about how to convert those who enjoy revival productions of historic musicals, but remain oblivious to the pleasures of discovering freshly developed new musical theatre? We hope that audiences have an increased appetite for new work which better reflects the world they’re living in, with all its diversity and complexity. So how do we make it easier for new audiences to discover the new musicals they didn’t know they were missing out on?

We’ll have some provocateurs to kick off the conversation including Willy (Musical Theatre Raves), Valeria Oliveira (Mincefluencer), Jan Baister (JB Creative Consulting), and more. Then the discussion will open up and we would love to hear your thoughts. Unlike panel discussion based member events, as a round table discussion all attendees will be part of the conversation, with break out groups for smaller conversations which will feed back into a wider discussion. Therefore, this is a good networking opportunity too!

This event will be hosted online on Zoom. Please register for the event so we can send you the Zoom details.

If you have any questions about the event, how to use Eventbrite or Zoom , please email


March 12
7:00 pm - 8:30 pm
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